Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Energy Drinks market, its consumers and the major players who make up that market.
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?
Using data from our Global New Product Database, what products were launched and how well were they perceived?
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Expert analysis from a specialist in the field
Written by Mimi Bonnett, a leading analyst in the Food & Drink, Foodservice sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Sales grew an estimated 5.6% in 2017, bringing the energy drink/shot market to $13.4 billion. Positive growth of 4-5% per year is forecast through 2022, when the market is expected to reach about $16.9 billion. The dominant energy drink segment, with 91% market share, has been driving market growth from 2012-17, and is projected to continue to do so. The smaller shot segment has struggled to stay relevant in the competitive beverage category.
Director - Food & Drink, Foodservice
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This report discusses the following key topics:
For purposes of this Report, energy drinks are defined to include the
Energy drinks – Beverages that specifically claim to provide
an energy or stimulation boost. These products also have a
marketing position that stresses energy. Many generally include
ingredients such as glucose, caffeine, taurine, ginseng, and various
vitamins and minerals. The analysis includes brands that are
labeled as either beverages or dietary supplements.
Energy shots – Concentrated energy-boosting drinks that often
contain caffeine and B vitamins. These products are usually
available in 2- to 3-oz bottles or cans. Many energy shots are
categorized as dietary supplements, rather than beverages.
The popularity of energy drinks has brought new “hybrids” to the
category. In 2013, PepsiCo added Mountain Dew Kickstart, which
contains 5% juice, citrus flavors, and more caffeine than Mountain
Dew. PepsiCo is not marketing Kickstart as an energy drink.
These types of products are not included in sales figures but are
mentioned throughout the Report where appropriate.
Excluded from the market size of this Report are the following:
Energy drink mixes – powdered or liquid products that are marketed
with a specific functional claim of energy. These are added to liquid
to create a beverage.
Mind/body health drinks, marketed broadly as “lifestyle beverages”
and “healthy refreshment,” ranging from adult herbal soft drinks
and teas to drinks making specific claims of stress relief, mental
rejuvenation, and a boost to the immune system.
Sports and protein drinks, including RTD products and mixes (see
Mintel’s Nutritional and Performance Drinks – US, March 2018).
Carbonated soft drinks (see Mintel’s Carbonated Soft Drinks – US,
Diet aids, eg weight loss and nutritional meal-replacement products
such as Ensure (see Mintel’s Nutritional and Performance Drinks –
US, March 2018).
Vitamin-fortified fruit juice (see Mintel’s Juice and Juice Drinks – US,
Only off-premise sales are included in sales data.